Representation in retail isn’t just about visibility—it’s about authenticity, humour, and the stories behind the brands we love. Dean Morris, founder of Dean Morris Cards, has been bringing bold, witty, and unapologetically fun designs to the greeting card industry for over two decades.

In this exclusive conversation for Retail Revealed, Dean shares insights on how LGBTQ+ voices can shape creative businesses, his experiences at Top Drawer, and the impact of initiatives like "Send a Card with Pride." From navigating the evolving retail landscape to the power of humour in connecting with customers, his journey is a testament to the importance of staying true to your identity.

 

As someone who runs a creative business, how do you ensure that LGBTQ+ voices and experiences are represented in your products and brand identity?

Well, speaking as a gay man myself, that comes quite naturally. I haven’t always focused on LGBTQ+ cards and gifts. Initially, I started small with civil partnership cards because, at the time, that was all we had. Looking back, those designs seem quite dated now compared to what I do today.

The inclusion of LGBTQ+ themes in my business developed organically. I’m proud to be a gay business owner, but that’s just one part of my business. That said, a lot of camp humour naturally finds its way into my products. When I first started creating LGBTQ+ specific cards, I noticed a demand, particularly in online marketplaces, and then eventually in physical shops. It grew from there, and now I sell to a wide range of customers—from individuals shopping on my website to general card and gift shops that want some representation, and even to stores that specifically identify as LGBTQ+ retailers, both in the UK and internationally.

You mentioned that LGBTQ+ cards weren’t your starting point. How have you seen this space evolve since founding Dean Morris Cards?

I started my business in 1999, and my first Top Drawer show was in 2000. Back then, there wasn’t much representation for gay and lesbian greeting cards. Most of what was available came from America, and it was very black-and-white, quite serious, and didn’t really reflect what we wanted in the UK, especially at the dawn of the new millennium.

So, I began creating much more colourful and humorous designs, starting with civil partnership cards. Over time, I expanded into general birthday cards and other occasions. Nothing I do stems from a grand plan—it all just evolved as I recognised a growing market. I explored how far I could push the humour, the colours, and the phrases, and over the years, the demand has only increased.

Dean, you’ve been a long-time exhibitor at Top Drawer. Can you tell us about your experience with the show?

Top Drawer was the very first trade show I ever did back in 2000. I had my own stand with the Prince’s Trust. I exhibited at Top Drawer for quite a few years, then took a break before returning last September, and I will almost certainly be there again.

At one point, I changed my trade show lineup a bit—I don’t like to become part of the furniture. But it’s a very smart, well-curated trade show. A lot of my peers in the industry are there, and it’s a great brand to be part of.

What would you say are the benefits of attending Top Drawer?

It’s a really enjoyable show with high-quality buyers. It promotes networking and growth, and it’s important to visit a show that you genuinely enjoy.

And how do you think Top Drawer could highlight the importance of diversity in retail? Is there more that could be done?

I know there are signs on stands indicating things like “green product” or “UK made.” Perhaps there could be a specific categorisation for LGBTQ+ businesses. I’m not sure if that’s currently in place, but it could be something to consider.

You could also showcase LGBTQ+ companies more prominently. But honestly, I think if the product is good, people will buy it—it doesn’t necessarily need a label.

I understand you joined with other members of the Greeting Card Association for the “Send a Card with Pride” initiative. Can you tell us more about that?

Yes, absolutely! This was an initiative spearheaded by Mark Callaby of Ohh Deer, and we launched it in 2023. That year, we marched in London Pride, and it was a roaring success. We handed out 10,000 greeting cards along the parade route. We had around 25 members of the Greeting Card Association join us—some LGBTQ+ and some allies—and the reception was phenomenal. We actually ran out of cards about a third of the way into the route!

Because of that success, we did it again last year with three times as many cards, distributing around 25,000. It was honestly one of the best days of my corporate life in 25 years of running this business. The response from the crowd was overwhelming; they were excited, calling us over to grab a card, and it felt like we were spreading so much love. We also participated in Manchester Pride, which was a smaller-scale but equally wonderful experience.

It’s been said that Dean Morris Cards has significantly influenced other greeting card companies to expand their LGBTQ+ offerings. How does it feel to have had that kind of impact?

I tend to be quite self-deprecating, but on some days, I feel incredibly proud of what I’ve built. I started from nothing 25 years ago with just a bit of help from The Prince’s Trust. If people see me as an influence in LGBTQ+ greeting cards or even in humorous greeting cards in general, that’s incredibly flattering.

I know other publishers have told me they find my work inspirational, whether it’s my unique sense of humour or the work I’ve done in the LGBTQ+ space. That means a lot. I’ve been in this industry for a long time, and if my work has helped pave the way for others, that’s fantastic. More representation is always better in my book.

How do you incorporate diversity and inclusion into your company culture?

Well, my company is basically just me and my husband! He works part-time with me while running his own businesses, and to be honest, I wouldn’t have a website or half the tech infrastructure without him. Apart from us, we use a third-party warehouse to fulfil our orders.

So, in terms of diversity and inclusion, we’re already at 100% LGBTQ+ representation in our core team!

Have you noticed shifts in customer attitudes toward diverse and inclusive products?

Not massively. There’s always been a market for it—it was just smaller and more limited before. In the past, LGBTQ+ greeting cards were often quite serious, but people love to laugh, regardless of who they love.

Humour is at the core of my business. That’s been the case since I moved away from handmade cards after my first year. My brand is all about irreverence and fun, and I bring that into both my standard humour cards and my Pride-themed ones.

On my own website, I get a better sense of what sells compared to retail shops, where you never fully know what’s moving off the shelves. Sometimes, what I think will be a best-seller doesn’t perform as expected, and vice versa. But I do have a strong base of returning customers, both for my general humour range and LGBTQ+ designs.

Your cards are known for being bold and humorous. How does your personal identity influence your creative direction?

My business is an extension of me—both in what I create and how I present myself on social media. That’s why I don’t collaborate with many other designers. Everything I produce comes from my own head, based on what makes me laugh or what I find visually interesting.

People buy from people. Some think I’m a tiny independent business, while others think I’m some huge corporate entity. The truth is somewhere in the middle. But I always make sure that when customers engage with my brand, they know they’re getting me—my personality, my humour, my perspective. And I think that’s important.

Finally, what advice would you give to aspiring LGBTQ+ entrepreneurs looking to make their mark in the retail industry?

Find your niche. I’ve tried creating cards that weren’t really “me” before—perhaps influenced by what other companies were doing—and it never worked. We’re all sponges; we absorb what’s around us, but authenticity is key.

If you’re passionate about something, lean into it. Don’t be afraid to bring your personal experiences into your business. Customers connect with brands that feel real and genuine, so being true to yourself will always be your biggest asset.